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Posted on 06/25/2026 12:53:36 PM PDT by DFG
Apple shares fell sharply Thursday after the tech giant raised prices on a number of its signature products to make up for what it said were skyrocketing memory prices resulting from the AI boom.
As of 2:00 p.m. ET, Apple stock was down by nearly 6%, putting the company on track for its worst one-day performance in more than a year, and wiping out about $250 billion worth of market value.
The company had announced that prices for its MacBook Neo, MacBook Air, iMac, and iPad product lines would all rise, in some cases by as much as $200.
The prices of the iPhone, Apple Watch and AirPods were not impacted.
“The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage,” the company told NBC News in a statement. “We have never seen a component price increase this much, this quickly.”
The company said it had “shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products, including today’s increases for iPad and Mac.”
Apple said it was “working tirelessly to find solutions.” The price increases took effect immediately and were already listed at Apple’s online store at midday on Thursday.
Last week, Apple CEO Tim Cook told The Wall Street Journal that “price increases are unavoidable” given the memory crunch. “We’re doing our best to mitigate the huge increases that are being passed to us,” Cook told the paper.
Apple is far from the only tech giant under pressure from the rising cost of chips capable of storing all the data required to operate today’s cutting edge consumer products.
(Excerpt) Read more at nbcnews.com ...
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Forrest Gump got out just in time. That fruit company did him good though.
Actions have consequences.
I hate Apple, but it sounds like a buying opportunity for those who don’t.
I like my IMac and need to upgrade so Final Cut runs better.
“Forrest Gump got out just in time. “
He never got out.
Neither did my wife.
Ha. Try not to forget all us little people.
“As much as $200” my a$$. The 128 GB ram macbook pro I had in the Apple store online purchase “bag” disappeared today as “no longer available”, I priced it up again, it went from $6200 + tax to $8200 + tax. A month ago they were $5100 at reseller Microcenter ( 15% discount from list) .
You think maybe Apple can’t get memory? I think memory manufacturers are converting clean room production lines over to higher margin parts (stackable high bandwidth memory. for GPUs). In Micron’s earnings call yesterday they said they are basically sold out through 2027 and are running at 80% margins ( profit as percent of sales).
At some point, even the Apple fanbois will not buy the new toys............
Better get a second mortgage!..........
It takes months to make a chip. The fabs can’t move fast with market changes.
It sure looks that way.
Go peruse laptops at Amazon. 70% come with 8gb ram. Most often this is soldered RAM so cannot be upgraded. Windoze 11 needs 16gb ram minimum.
Only 8gb ram due to sky high ram prices/
I’m so old I remember when AAPL stock impacted SPX (S&P 500 index) and SPY (a popular ETF for trading on SPX). Today the S&P 500 shrugged off AAPL’s drop like a nothingburger.
“I’m so old I remember when AAPL stock impacted SPX (S&P 500 index) and SPY (a popular ETF for trading on SPX). “
I am so old in my first programming class we used toggle switches for the input.
Maybe Apple should make the batteries in their products easily replaceable?
I used to kick mine with a boot....
Agreed, putting in my order tonight.
I have considered buying some to put the kiss-of-death on them.
I am not an Apple fan myself and have never owner any Apple products. But the stock does well and this kind of drop is just over correction stampede by everyone at once.
It is sure to gain back what it lost in a week or less.
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